即时互动与情绪感染如何驱动冲动消费？——基于直播电商场景的探索性研究

How Does Instantaneous Interaction and Emotional Contagion Drive Impulse Buying Behavior?—An Exploratory Study in Live-Streaming E-Commerce

摘要: 本研究以直播电商场景为背景，探讨即时互动与情绪感染对消费者冲动消费行为的影响。通过对典型直播案例的分析，研究发现：直播间的实时互动机制(如弹幕回应、点赞奖励、从众效应及限时抢购)通过增强社会临场感、激活多巴胺分泌与触发从众心理，显著促进冲动购买行为；情绪感染机制则通过主播高唤醒度的情绪表演和群体情绪共振，削弱消费者的理性决策能力，推动其做出情感驱动的非计划性购买。研究进一步指出，冲动消费虽在短期内提升销售额与用户黏性，但也伴随高退货率、情感疲劳等长期风险。最后，本文从平台算法优化、服务保障与政府监管等方面提出治理建议，以促进直播电商行业的健康可持续发展。

Abstract: This study examines the effects through which real-time interaction and emotional contagion drive impulsive consumption in live e-commerce settings. Through analysis of typical live-streaming cases, the study finds that real-time interactive mechanisms enhance social presence, stimulate dopamine release, and trigger herd mentality, significantly promoting impulsive purchasing behavior. Meanwhile, emotional contagion, facilitated by anchors’ high-arousal emotional performances and group emotional resonance, undermines consumers’ rational decision-making abilities, leading to emotionally-driven unplanned purchases. Then, the study highlights that while impulsive consumption boosts short-term sales and user engagement, it also entails long-term risks such as high return rates and emotional fatigue. Finally, practical recommendations are proposed from the perspectives of platform algorithm optimization, service guarantees, and government regulation to promote healthy and sustainable development of the live e-commerce industry.